Dodge Brand's "Wisdom" a Viral Sensation
AUBURN HILLS, MI--April 18, 2014: The Dodge brand is celebrating its 100th anniversary with a new video starring centenarians that debuted yesterday (Thursday, 4/16) during the New York International Auto Show and has quickly become a viral hit amassing over 4,444,714 views in less than 24 hours - surpassing the 24-hour record views previously held by such Chrysler Group iconic Super Bowl commercials including "Born of Fire" (790,258) "Farmer" (542,817), "Whole Again" (321,798), "Halftime in America" (444,420), and "America's Import" (246,603). Dodge brand President and CEO Tim Kuniskis revealed the spot as part of the highly anticipated reveals of the brand's all-new 2015 Dodge Challenger and Dodge Charger. The original video went online at 11:30AM EST, with a "Director's Cut" posted at 3PM ET, on Thursday on the brand's social media channels, including Facebook, Twitter and YouTube, and it quickly went viral.
To commemorate the brand's century mark, the ad honors centenarians and celebrates their 100 years, giving them voice to offer hard-earned words of wisdom to viewers: "I want to tell the world what I have learned." "Learn from your mistakes." "Live for now." "Because life is good, you make it good." "There are miracles all around you." As the spot progresses, their words begin to take on more attitude and defiance, as the sounds of an engine roars in the background. "Keep your eyes open and sometimes your mouth shut." "Be Strong." "Don't complain." "Don't always do what you're told to do." "Don't be afraid." "Suck it up!" "Hesitate and you lose!" "Be a bad boy!" "Raise hell!" Put your pedal to the medal. "Live fast!" "And never.ever.forget where you came from."
"You learn a lot in 100 years," says on-screen copy, as a 2015 Challenger screeches out of the frame. "Dodge. Born 1914."
"This video shows the power of the story-telling and human connection at its best," said Olivier Francois, Chief Marketing Officer of Chrysler Group LLC. "It has aired online only, without television or print support, and has already smashed records, reaching over 4 million viewers in less than one day. There is no other brand that could do 'Wisdom' because there's only one Dodge. It has a DNA that's just not like the others. And, like the centenarians featured in this video, it's got 100 years of attitude behind it."
The video is also in the running for Adweek's Top 5 Commercials of the week. Viewers can vote here: Vote for Dodge